This session is targeted at designers, executives and product managers from small- to mid-size companies who want to build an ethos of user research into their workflow of design and development, but are often fragmented with other responsibilities. We'll first introduce the concept of UX research, talk about how to find best participants for even the most difficult of target audiences, and showcase examples of candid feedback leading to organizational change. The scaling and automation of this UX research process is key as your company grows bigger and bigger, and the presented tools and techniques will help keep you to continue to evangelize the voice of the user.

1. UX RESEARCH AT SCALE
NICK CAWTHON :TRUE UNIVERSITY 2015

2. HUMAN FACTORS

5. UX RESEARCH AT SCALE
NBACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP

6. YOU
6
• UNSURE OF WHERE DESIGN FITS IN PROCESS / ORGANIZATION
• HAVE 100 OTHER THINGS TO FOCUS ON
• KNOW GOOD DESIGN WHEN YOU SEE IT
• THE ONLY DESIGNER / NOT A DESIGNER
, OR POSSIBLY YOU

7. THREE GOALS
7
• ILLUSTRATE CHALLENGES OF SCALE
• PROVIDE MAINTAINABLE METHODS
• SHOWCASE VALUE OF RESEARCH EFFORTS

8. DIRECTOR OF USER EXPERIENCE
LOGGLY
NICK CAWTHON
IXDA ORGANIZER
SAN FRANCISCO CHAPTER
ACADEMIC BACKGROUND
B.S. ARCH & APPLIED ARTS | B.F.A. NEW MEDIA | MPHIL. HCI / DATAVIZ
8
@NCAWTHON

9. 9

10. PERCENTAGEOFPOSTINGS
JAN 06 JAN 07 JAN 08 JAN 09 JAN 10 JAN 11 JAN 12
INFORMATION ARCHITECT
INTERACTION DESIGNER
UX DESIGNER
UI DESIGNER
PRODUCT DESIGNER
USABILITY ENGINEER
0
.06
.04
.02
10

11. UX
11

12. UR
UI IXD
COMPARATIVE TESTING
USER SESSIONS
ETHNOGRAPHIC RESEARCH
PROTOTYPING
INFORMATION ARCH.
FEATURE DEVELOPMENT
FRONT-END CODING
VISUAL STYLEGUIDES
BRAND EXTENSIONS
11

13. UX
12

14. ENGINEERING
PRODUCT
MARKETING
DESIGN
12

15. UR
UI IXD
13

16. CHALLENGES
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP

17. • SOFTWARE AS A SERVICE
• SINGLE PAGE APPLICATION
• DEVOPS / SYSADMIN FOR SMBS
• HERMIT DEMOGRAPHIC
• 6,000+ ACTIVE USERS
15
CONTEXT OF LOGGLY

18. • EXPECTATION OF CHANGE
• EVERYTHING IS TESTABLE
• TRADITIONAL METRICS IRRELEVANT
• CONSTANT THREAT OF CHURN
• PRESSURE TO DIFFERENTIATE
16
CHALLENGES OF SAAS

19. 17
“HOW M’ DOIN?”

20. 17
“HOW M’ DOIN?”

21. 18
IN THE BEGINNING

22. 19

23. 19
RECRUITING
SCHEDULING
RECORDING
DOCUMENTING

24. METHODOLOGY
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP

25. 21
QUANTITIVE METRICS

26. INTERNAL USAGE ANALYTICS
• SIGNUP CONVERSION
• ACTIVATION RATES
• UPGRADES V. DOWNGRADES
• CUSTOMER CHURN
• REPEAT LOGINS
• INTERNAL EVANGELISM
• FEATURE ADOPTION
• REVENUE

27. NET PROMOTER SCORES
X X

28. NET PROMOTER SCORES
• WIDELY-ADOPTED
• OPEN-ENDED COMPONENT
1 2 3 4 5 6 7 8 9 10
DETRACTORS PASSIVE PROMOTERS
• THIRD-PARTY INTEGRATIONS
• SELF-ADMINISTERED METHODS

29. 24
HIGH TRUST
MED TRUST
LOW TRUST
GREENRED YELLOW
-30 -20 -10 +10 +30 +40 +60+50+20
INDUSTRY TRUST /
TRANSPARENCY
NPS
SCORE
TELCOM
FINANCIAL
SERVICES
BUSINESS
CONSULTING
COMPUTER
HARDWARE
WEB SERVICES
B2B AVG
HIGH
GROWTH
FEEDTHEBEAST.BIZ
CLERGY

30. 25
BE CONSISTENT

31. 26
QUALITATIVE

32. OLARK INTERCOM
• BASIC IMPLEMENTATION
• LIVE CHAT ONLY
• CUSTOMIZABLE
• MORE ADVANCED
• OFFLINE INPUTS
• CASE MANAGEMENT
• SUPPORT TICKET REPLACEMENT

33. 28
CONFERENCES

34. SESSION PATHS
29
UNINITIATED INITIATED
• SETUP / CONFIG FLOW
• BASIC FEATURES
• INTUITION / IMPRESSIONS
• CURRENT SOLUTIONS
• SPECIFIC USAGE FLOWS
• BLOCKERS
• ANY EDGE CASES
• WORKAROUNDS

35. 30
AFTER THE PARTY

36. REMOTE SESSIONS : FEEDBACK DRIP
31
TIER = FREE / PAID
• HAS LOGGED INTHIS WEEK
• OPPORTUNITY - STAGE
LOGIN COUNT < 10
LAST LOGIN < 30 DAYS
GREATERTHAN 12 MONTHS
STAGE DOES NOT CONTAIN:
• NOT ENGAGED
• WORKING
• 2-WAY CONVERSION
• TRIAL CLOSE
• CLOSED / WON

37. RESULTS
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP

38. 33

39. 34

40. “THIS IS THE MOST FRUSTRATING
THING ABOUT YOUR PRODUCT IS…”
35

41. 36

42. “…I WANT YOU TO CREATE A SAVED SEARCH”
37

44. “…GENERATE A PIE CHART FROM THE FIELD JSON.CITY”
39

46. “NOBODY ELSE DOES THIS…”
41

50. SOME RANDOM DUDE
45

53. WRAP
BACKGROUND CHALLENGES METHODOLOGY RESULTS WRAP

54. TAKEAWAYS
49
• CONSTANTLY REMIND YOURSELF OF USER FRUSTRATIONS
• CUSTOMER-FOCUSED PRIORITIZATION
• MAINTAIN A SCALABLE APPROACH TO RESEARCH
• EXTERNALIZE AFTER EVERY LAUNCH / CONFERENCE

55. 50

56. Q&A

57. CALEND.LY
52
• SHARABLE LINKS
• MAX SESSIONS PER DAY
• CALENDAR SYNC
• ENFORCED GAPS
• CUSTOM FIELDS
• REMINDERTRIGGERS

58. SILVERBACK
53
• SCREEN RECORDING
• CUSTOM HOTKEYS
• HIGHLIGHT MARKERS
• TAGGING, NOTES
• TASK COMPLETION MARKERS

59. SATECHI MEDIAREMOTE
54
• BLUETOOTH REMOTE
• POCKET HOTKEYTRIGGERING
• MINI-KEYBOARD
BLUE SNOWBALL
• OMNI DIRECTIONAL MIC
• USB INTERFACE
• CANCEL BACKGROUND NOISE